Benalla Rural City's Destination Management Plan is now complete and has been formally adopted by Council.

Developed in partnership with TRC Tourism, the plan provides a strategic roadmap to guide the growth and sustainability of tourism across the municipality.

Benalla is home to iconic attractions including the Benalla Art Gallery, Winton Motor Raceway, vibrant street and silo art, the nationally significant Winton Wetlands, a thriving events calendar, welcoming cafés and much more. Tourism is a key contributor to our local economy, attracting approximately 350,000 visitors annually and generating around $48 million each year.

The Destination Management Plan identifies Benalla Rural City's strengths, assets and competitive advantages, while assessing current tourism offerings and future potential. It incorporates regional planning priorities and visitor demand insights, and sets out a series of targeted actions to grow tourism sustainably—supporting new opportunities, addressing service and product gaps, and strengthening the visitor experience.

This plan will be an important tool in shaping the future of tourism in Benalla Rural City, ensuring our region remains a vibrant and welcoming destination for years to come.